But that's what's happening in Springfield, where a Missouri company that sells a specific kind of lubricant for cyclists is suing a Washington state company for selling a similar product with what they say is a similar design.

The suit says Paceline's product is "inherently distinctive, in that it is an arbitrary or fanciful combination of elements that serves to identify Paceline as the particular source of the Chamois Butt'r Products."

Paceline says Glide sells a variety of skin products with white lettering on colored backgrounds, but that its cyclist-marketed "Chamois Glide Balm" adopts the purple-and-yellow scheme and "is confusingly similar."

The suit says the scheme "has already caused actual confusion and mistake in the minds of the purchasing public," specifically at a recent trade show, "where others expressed confusion as to the existence of a connection or affiliation with Chamois Glide."